Merger Broadens oOh! Media’s Experiential Advertising Offerings to Reach On-the-Go Consumers
AUSTRALIA — oOh! Media’s brand activation offerings have been expanded with a just announced merger of Driving Edge. The move is in response to increased demand from marketers for greater connectivity with on-the-go consumers. Driving Edge will merge with oOh!’s existing experiential division, oOh! Factor, to create a new brand activation division, called oOh! Edge.
“Since becoming the first OOH business in the world to have an experiential marketing team in 2004, there has been a significant increase in demand for innovative campaigns that integrate billboards with human interaction,” said Brendon Cook, Chief Executive Officer of oOh! Media. Both businesses have proven successful in executing great campaigns and by bringing them together we will be able to deliver even larger scale creativity and experience.”
“Driving Edge brings with them great products, processes and people that complement our existing experiential offering and will place us in a stronger position to meet the growing demand for engaging consumer interactions. We look forward to the team joining us, with its founder Guy Marshall taking on the role of Chief Executive of oOh! Edge, to drive further growth in this already successful business,” aded Mr. Cook.
“The addition of the new team would also extend oOh!’s retail consumer engagement offering to include the CONNECT suite of 10 permanent kiosks in key Westfield Shopping Centres,” said Blair Hamilford, Commercial Director of Sales, Retail. “The CONNECT permanent kiosks are located in high traffic zones providing marketers with an industry leading platform for product sampling, demonstrations and the ability to create new brand experiences that inspire purchases.”
“Driving Edge has built a significant reputation and customer base during its ten years in operation and partnering with oOh! will broaden and deepen our retail consumer engagement offering. With CONNECT, oOh! has even more of an opportunity to make an impact on consumers on their path-to-purchase in the retail environment, delivering unrivaled experiential expertise across many away-from-home platforms,” added Hamilford.
oOh! Edge will continue to provide industry leading experiential expertise in environments such as Fly, Study and Retail by bringing together the best of both company’s specialist offering.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media